Porsche Seeks Wider Audience

Porsche Cars of North America looks to broaden its base in a less cerebral, more spontaneous campaign from Carmichael Lynch.

“We’ve done a nice job with the enthusiast press, but we wanted to grow into other segments,” said Tim Mahoney, the At-lanta company’s general manager of marketing.

In addition to its traditional media buys during National Football League telecasts and in car enthusiast magazines, Porsche will expand the campaign to niche cable networks such as CNNfn, the History Channel and general interest business magazines, he said.

Though the carmaker is coming off a successful sales year, Porsche needed to broaden its audience in advance of its planned 2002 launch of a sport utility vehicle, Mahoney said.

“As we begin to launch the SUV, we want to start reaching out to a larger audience,” he said.